• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Tendenciascomunicacion2011
 

 

Statistics

Views

Total Views
786
Views on SlideShare
786
Embed Views
0

Actions

Likes
2
Downloads
19
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Tendenciascomunicacion2011 Tendenciascomunicacion2011 Presentation Transcript

    • 2011 THINGSTO THINK ABOUT (for brands and marketers)by @inahill – Karina Hillestad, Copywriter @MediaFrontMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • 1. WHAT WILL BE THE NEXT BIG THING?2. CAN WE PREDICT THE FUTURE?3. WHERE TO LOOK FOR INSPIRATION?4. CAN THE BRAND BE THE CURATOR?5. HOW IMPORTANT IS THE PRODUCT?6. WHICH CHANNEL BETTER IS BEST?7. WERE CAN WE FIND THE TRENDS?8. WHAT IS A VIRAL?9. WHAT IS HAPPENING IN THE MARKET?10. IS THERE A KEY TO INNOVATION?11. HOW BIG ARE THE POSSIBILITIES?MEDIAFRONTA PART OF MCCANN WORLDGROUP
    • "We expect that the next big thingwill be a bigger version of the last big thing.What we don’t expect, yet what is most likely,is that the next big thing won’t look important to us at all—until it’s so important that we can’t ignore it. "– Brian Eno http://www.prospectmagazine.co.uk/2010/11/brian-eno-next-big-thing/MEDIAFRONTA PART OF MCCANN WORLDGROUP
    • THE NEXT BIG THING WILLBE NOTHING LIKE THE LAST ONE The only thing we can be shure of, is that the next big thing will probably be nothing like the previous one. Who knew that the One Piece would become a success in 2009? What will be the One Piece of 2011? Can we find some mechanics and other traits shared by the successfull brands and campaigns? Photo credit: Screenshot from http://www.onepiece.noMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • CREATIVITY DRIVES THE FUTUREVisual Futurist, Syd Mead– technology tends tobuild on itself, grow togetherand cross-referenceeach other– technology is justan assistant to thehuman intellect– creativity is the creationof putting elements togetherin different combinations,and creativity drives the future- science fiction isreality ahead of future Video resource: http://vimeo.com/17376932MEDIAFRONTA PART OF MCCANN WORLDGROUP
    • LOOK AT THE BIG PICTURE FOR INSPIRATIONThe following model and words was made byMatt Might who made The Illustrated Guide to a Ph.D,to explain to a fresh batch of students what a Ph.D. is.Please support his work athttp://matt.might.net/articles/phd-school-in-pictures/MEDIAFRONTA PART OF MCCANN WORLDGROUP
    • IMAGINE A CIRCLE THAT CONTAINSall of humanknowledgeMatt MightMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • BY THE TIME YOU FINISH ELEMENTARYSCHOOLyou knowa littleMatt MightMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • BY THE TIME YOU FINISH HIGH SCHOOLyou knowa bit moreMatt MightMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • WITH A BACHELOR’S DEGREEyou gaina specialityMatt MightMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • A MASTER’S DEGREEdeepens thatspecialityMatt MightMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • READING RESEARCH PAPERStakes you tothe edge ofhumanknowledgeMatt MightMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • ONCE YOU’RE AT THE BOUNDARYyou focusMatt MightMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • YOU PUSH AT THE BOUNDARYfor a few yearsMatt MightMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • UNTIL ONE DAYthe boundarygives wayMatt MightMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • AND, THAT DENT YOU’VE MADEis calleda Ph.D.Matt MightMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • OF COURSEthe worldslooks differentto younowMatt MightMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • SO,don’t forgetthe biggerpicture!Matt MightMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • HOW IS THIS RELEVANT?Your Ph.D.is your brand,and your fieldof interest.Let’s not forgetto be inspiredby what happensin other fieldsand in thebig picture!MEDIAFRONTA PART OF MCCANN WORLDGROUP
    • WHAT POSSIBILITIES HAVE THE WEB GIVENUS?MEDIAFRONTA PART OF MCCANN WORLDGROUP
    • Can kids teach themselves?Scientist, Sugatra MitraHole in the Wall (HIW) experiment,where in the year 1999 a computer was placed in a kioskcreated within a wall in an Indian slum at Kalkaji, Delhi andchildren were allowed to freely use it.The experiment aimed at proving that kids could betaught by computers very easily without any formal training.Sugata termed this as Minimally Invasive Education (MIE).The experiment has since been repeated at many places. Video resource: http://www.ted.com/talks/sugata_mitra_shows_how_kids_teach_themselves.html MEDIAFRONT A PART OF MCCANN WORLDGROUP
    • "Beyond the age of information is the age of choices."– Charles Eames" The power of influencers is not new. But having tools available toinstantly convey personal opinions is a revolution.As the number of choices expand, our dependence on curatorsincreases proportionally."- Steve Addis http://curatoreffect.blogspot.com/MEDIAFRONTA PART OF MCCANN WORLDGROUP
    • CAN THE BRAND BE THE CURATOR?"Discovery is a problem that will always need to be solved."– John Battelle1) Help people create an exchange value2) Give them the tools, the motivation, the information to do so3) Represent the culture they serve, be the senter of the thing you do4) Pick the most qualified and enthusiasthic people to represent you– Douglas Rushkoff http://rushkoff.com/2010/03/25/program-or-be-programmed/MEDIAFRONTA PART OF MCCANN WORLDGROUP
    • GOOGLEfind a strong signal LINKScurate it at scale SEARCH ENGINEcurrency HUMAN ATTENTIONFACEBOOKfind a strong signal THE SOCIAL ENGINEcurate it at scale THE FACEBOOK PLATFORMcurrency HUMAN ATTENTIONTWITTERfind a strong signal TWEETScurate it at scale THE TWITTER PLATFORMcurrency HUMAN ATTENTIONTUMBLR, QUORA, GOWALLA?– John Battelle http://battellemedia.com/archives/2010/12/signal_curation_discoveryMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • "The inflexibility to deal with individuals specific discovery needsis still there...This is an opportunity for every brand."– John Battelle http://battellemedia.com/archives/2010/12/signal_curation_discoveryMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • THE PRODUCT IS STILL MORE IMPORANTTHAN THE TERRITORY Video resource: http://www.youtube.com/watch?v=BPS9YKGaKQEMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • WHICH CHANNEL TO CHOOSE?"A new channel is like a new window in the brands building..."– Khartik S. http://itwofs.com/beastoftraal/2010/12/20/social-media-roi-what-is-the-roi-of-installing-a-new-window-in-your-organization/"A truly great story doesn’t need a gatekeeper...it just needs ahome."– The new journalism http://www.twistimage.com/blog/archives/the-new-journalism/MEDIAFRONTA PART OF MCCANN WORLDGROUP
    • WHAT CHANNEL IS THE NEXT?"Fish were the developers are" Open API Timeline– Steve Rubelhttp://www.steverubel.com/fish-where-the-developers-are-2011-digital-trShare your data with open API!«Marketers typically dont tryto becomeplatforms or courtdevelopers, but thatsall about to change.An ever-changing array ofplatforms will erode ourfascination with singlevenues and get us thinkingabout how we can hedgeour bets by helpingdevelopers succeed acrossa portfolio of them.»MEDIAFRONTA PART OF MCCANN WORLDGROUPPhoto resource: http://blog.programmableweb.com/2011/
    • 8: THE MARKETSustainability! Watch video: http://vimeo.com/10718086MEDIAFRONTA PART OF MCCANN WORLDGROUP
    • The Post-Consumer! Photo resource: http://MEDIAFRONT darmano.typepad.com/ logic_emotion/2009/04/A PART OF MCCANN WORLDGROUP why-marketing-in-a-post- consumer-era-wont-look- like-marketing.html
    • A VIRAL IS JUST REALL GOOD CONTENT Ythat peoplevoluntarilywants to share Watch video: http://abcnews.go.com/US/video/homeless-man-golden-radio-voice-12539245MEDIAFRONTA PART OF MCCANN WORLDGROUP
    • MEDIAFRONTA PART OF MCCANN WORLDGROUP
    • http://www.facebook.com/skittlesMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • EVOLVE OR DIECan the five key traits that innovaters share inspire us?– Kaihan Krippendorff http://www.fastcompany.com/1711531/five-innovative-new-year-s-resolutions?partner=rssMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • ASSOSIATE – connect the dots – seek the patterns in seemingly unrelated information – find diverse sources of information and inspiration THE MUSIC INDUSTRY http://www.robyn.com/wedancetothebeat/THE FASHION INDUSTRY http://looklet.com/ MEDIAFRONT A PART OF MCCANN WORLDGROUP
    • OBSERVE– observe intensly– spot customer needs and emerging week signals– put your antenna up for this months buzz topics and issuesMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • EXPERIMENT– try things just to see if they work– sign up to all possible new services– launch beta products- try five low risk experiments on behalf of the brand?MEDIAFRONTA PART OF MCCANN WORLDGROUP
    • QUESTION– be curious, walk the journey of discovery– challenge your discoveries– Ask!– When, what, how, who, why? The mind is not contained to the cranium. It’s province is of the infinite imaginative spirit. http://synapticstimuli.com/ Photo resource: Jung-Yeon Min http:// www.kashyahildebrand.org/ zurich/min/index.htmlMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • NETWORK– without a precise goal in mind– meet and talk to people with opposing views– get access to a breadth of information Photo resource: http://www.exactitudes.com/- open serendipitous opportunitiesMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • DO NOT FORGET TO EXLPORETHE UNLIMITED POSSIBILITIESTHE AMAZING WORLD WIDE WEB AND ALL THE SHARERS OUT THEREWHO GIVE AWA THEIR KNOWLEDGE, TIME AND THOUGHTS FOR US TO BUILD UPON! YMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • blog.mediafront.no@mediafrontmediafront.noMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • "Creativity requires the courage to let go of certainties."– Erich FrommMEDIAFRONTA PART OF MCCANN WORLDGROUP
    • PLEASE, MAKE SHURE TO READ MOREFROM THE ORIGINAL SOURCEShttp://matt.might.net/articles/phd-school-in-pictures/http://www.exactitudes.com/http://synapticstimuli.com/Jung-Yeon Min http://www.kashyahildebrand.org/zurich/min/index.htmlhttp://www.facebook.com/skittleshttp://darmano.typepad.com/logic_emotion/2009/04/why-marketing-in-a-post-consumer-era-wont-look-like-marketing.htmlhttp://www.quora.com/http://www.onepiece.nohttp://vimeo.com/17376932http://vimeo.com/10718086http://www.youtube.com/watch?v=BPS9YKGaKQEhttp://abcnews.go.com/US/video/homeless-man-golden-radio-voice-12539245http://www.ted.com/talks/sugata_mitra_shows_how_kids_teach_themselves.htmlhttp://www.prospectmagazine.co.uk/2010/11/brian-eno-next-big-thing/http://www.fastcompany.com/1711531/five-innovative-new-year-s-resolutions?partner=rsshttp://rushkoff.com/2010/03/25/program-or-be-programmed/http://battellemedia.com/archives/2010/12/signal_curation_discoveryhttp://curatoreffect.blogspot.com/http://www.twistimage.com/blog/archives/the-new-journalism/http://itwofs.com/beastoftraal/2010/12/20/social-media-roi-what-is-the-roi-of-installing-a-new-window-in-your-organization/Questions? Contact me @inahill or @mediafrontMEDIAFRONTA PART OF MCCANN WORLDGROUP